Top 10 Social Media Hacks by Larry Kim

Top 10 Paid Social Media Advertising Hacks of All Time!

Brought to you by:

www.wordstream.com/learn#SFIMA @larrykim

Welcome To Boston!

A Few Random Facts About Me

Originally from Winnipeg, Canada

Actual Photos of Boston From February This Year

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I Live in Harvard Square, Cambridge, MA

WordStream’s Global Headquarters in Boston

2008 2015

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You’re Attending a Session on PAID Social Media Ads…

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You Can Do Paid Social Ads with

#searchlove @larrykim

Download Slides Here: bit.ly/sfima2015

Paid Social Ads

#1: Ridiculous Amount of Time on Social Media

#2: Facebook Organic Reach Stinks

#3: Most of Your Content Goes Nowhere

• 5% of Content = 56% of Page views

• Half of Content < 500 Page views

#SFIMA @larrykim

#4: Low Brand Recall for SEO

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#5: Search Ads Are Great, But Expensive

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#6: Typical Conversion Rate Via Content <1%

Traffic Generation Activities

Captured Lead

Engage with Content

#SFIMA @larrykim

So, Many Content/Social/PPC Marketing Efforts Actually More Like …

How does

CONTENT MARKETING

really work

?#SFIMA @larrykim

How to make:

STEP 2 (Promotion) & Step 3 (Sales) Happen with greater magnitude & frequency?

RT / G

Paid Social Ads: Highly Scalable Content Promotion

CREATEProduce content& share on social

AMPLIFYSelectively

promote top content on social

TAGBuild remarketing

audience by tagging site visitors with a

cookie3

ADVERTISETarget your

audience with display & social ads

promoting offers

FILTERApply behavioral

and demographic filters on audience

CONVERTCapture qualified

leads or sale

#SFIMA @larrykim

Social Ads Turn Visitors into Leads

& Customers

The Top 10 Paid Social Media Advertising Hacks of All Time!

We’re Focusing on Facebook & Twitter Today

Apologies to Google+ Fans…

Quality Score in Facebook and Twitter Ads!

Larry’s #10 Social Ads Hack:

You are Attening a Social Media Marketing Session#SFIMA @larrykim

You are Attening a Social Media Marketing Session

#SFIMA @larrykim

“Relevancy Score” in Facebook

• Higher post engagement = Higher Relevance Score

• Higher Relevance Score = More Impression Share and Lower Cost Per Engagement

“Quality Adjusted Bid” in Twitter

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Higher Engagement Rate = (Much) Lower Cost Per Engagement

#SFIMA @larrykim

“Quality Adjusted Bid” in Twitter

1% Increase in Post Engagement = 5% Reduction in Cost Per Engagement!!

Quality Score & Ad Impression Share

Fewer and Fewer Ad Impressions

Every Day!

• High QS (Great!)– High Ad Impression Share– Low Cost Per Engagement

• Low QS (Terrible!)– Low Ad Impression Share– High Cost Per Engagement

#SFIMA @larrykim

Get a High Quality Score! (Duh)

High Post Engagement = High Quality Scores

Tweet More Often and Only Promote Your Best Stuff (Unicorns!)

Just Say NO to Promoting Junk Updates

How to Find High Engagement Posts? (Unicorns!)

Promote Your BEST Stuff Instead (Top 1-2%)

Paid Social Ads ROI Analysis:

Larry’s Organic & Paid Social Network Sharing/Posting Pyramid Scheme

1. Lots of stuff (organically) to Twitter

2. Post Top stuff from Twitter, to LinkedIn & Facebook

3. Pay to Promote the Unicorns on Facebook & Twitter!

#1 Difference Between Social Ads. vs.

Generic Display Advertising, Search Engine Optimization (SEO)

and Organic Social Media Marketing ??

Organic Social = Be Picky! Cast a Narrow Net, Maximize Engagement Rates.

Turn Low Engagement Updates Into High Engagement Posts w/ Keyword Targeting (and

other Targeting Methods)

Keyword Targeting Not on Facebook (Just Use Interest Targeting Instead)

Keyword Targeting: Google Search vs. Twitter

Social Keywords: Higher Funnel, Informational, Conversational, Hashtags

zOMG 10X Higher Engagement By Targeting #alphabet

Generates Valuable PR Exposure & Links

Precise Ad Targeting Boosts Engagement Rate

Larry’s #8 Social Ads

Increase Commercial Intent (Chance of People Buying Your Stuff) Using “In-Market Segments”

Website

“Behavioral Targeting” in Facebook

“Partner Audiences” in Twitter

Larry’s #7 Social Ads Hack!

Further Increase Commercial Intent Using Demographic Targeting

Demographic Ad Targeting in Facebook

Demographic Ad Targeting in Twitter

Social Media Remarketing

Larry’s #6 Social Ads Hack

Typical Website Remarketing Ads Often Never Seen!

Custom Website Audiences in Facebook

Tailored Website Audience in Twitter

Power of Social Remarketing

1. Triples Engagement Rates!

2. Doubles Conversion Rates!

3. So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)

Combine Remarketing With Product Ads on Facebook!

Ridiculously Powerful Social Ads Strategy: Combining Remarketing + Demographic + Behavioral Targeting + High

Engagement Content

Layered Remarketing

1. Behavioral & Interest Targeting = They’re interested in your stuff

2. Demographic Targeting = They Can Afford to Buy Your Stuff

3. Remarketing = They Recently Checked Out Your Stuff

Target a Narrow Audience That Meets all 3 Criteria = $$$

Custom Audiences

The Evolution of Display Ad Targeting

New “Tailored Audiences” or “Custom Audiences”

People-Based Marketing is Like Email Marketing But Better

Identity Marketing Using Custom Audiences in Social Ads

This is a True Story

Shared the Article on My Social Media

Promoted Post to My List of Influencers

Story Picked Up in Marketing Land in 2 Hours

+500 Press Pickups in 48 Hours

Custom Audience Social Ads ROI Analysis:

Leverage Insanely Powerful New Ad

Formats

This Stupid Marketing Funnel is a Ridiculously Dated Concept

Facebook Call Buttons

Call Buttons are Game Changers

+Half Billion Use FB on Mobile Only

80% of Twitter Users are Mobile

New Facebook Social Direct Response Ad Formats

Twitter Lead Generation Card FormatUser’s Name, Email and Twitter Name are automatically emailed or posted to you!

The Flywheel Effect of Social

Media Marketing

Engagement Snowballs As You Go

Because Paid Social Ads Generate Fans!

Get Free Clicks!

Buy 1 Retweet/Like, Get 3 Clicks Free!

$0.00 Cost Per Engagement?!

Summary: Larry’s Top 10 Social Ad Hacks

RT / G

Paid Social Ads: Highly Scalable Content Promotion

CREATEProduce content& share on social

AMPLIFYSelectively

promote top content on social

TAGBuild remarketing

audience by tagging site visitors with a

cookie3

ADVERTISETarget your

audience with display & social ads

promoting offers

FILTERApply behavioral

and demographic filters on audience

CONVERTCapture qualified

leads or sale

#SFIMA @larrykim

Social Ads Turn Visitors into Leads

& Customers

Thank You, SFIMA!

#SFIMA @larrykim

Top 10 Social Media Hacks by Larry Kim

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